THE OF USER CHOICES Briana Bettin CS5760 – March 14th, 2017 Persistence Perception Perspective Sociability Value

Toward Goals and Tasks of Information Given of Situations and Task toward community members of artefact in question

Zeigarnik Effect Barnum Effect Duning-Kruger Effect Bystander Effect Perceived Scarcity

Endowed Progress Effect Halo/Horns Effect Pygmalion/Rosenthal Effect Online Disinhibition Effect IKEA Effect

Near Miss Effect Focusing Effect Functional Fixedness Halo/Horns Effect Paradox of Choice

Cocktail Effect Cocktail Effect

Persistence: Ensures a user continues toward the desired outcome. Perception: Allows information processing by user toward better outcomes. Perspective: Recognizes obstacles toward outcome in user so they can be overcome. Sociability: Communication concepts in users so outcomes can be achieved. Value: Explores importance to user so they commit to outcomes. PERSISTENCE The Zeigarnik Effect

■ Interrupting a task causes it to be remembered more strongly. – When we complete something, we feel we are done and can begin forgetting.

Image retrieved from http://www.bizlibrary.com/wp-content/uploads/2016/03/retention-charts.png ■ HCI Application: During tutorials of major processes, shift learning to small subtasks as “breaks” from the main task that are still relevant, but interruptive.

Dilbert, Image retrieved from http://lerablog.org/wp-content/uploads/2014/06/Interruptions.jpg Endowed Progress Effect

■ When users feel progress has been made toward a goal, they feel they must continue to completion.

■ HCI Application: Through training and sign Image retrieved from http://www.remembergroup.com/wp-content/uploads/2013/07/8.jpg up for a system, show the user how they’ve already begun the journey toward a desired goal with a “checklist” or similar system.

Image retrieved from http://www.gameifications.com/wp- content/uploads/2013/03/Endowed_progress_effect.jpg Near Miss Effect

■ The human brain equates a very close “almost” as thrilling in a nearly similar way to a success.

Image retrieved from http://4.bp.blogspot.com/- ■ HCI Application: Showing users, especially 8UKeqHl3czU/VdRGqKVrmSI/AAAAAAAACWc/OsTKmdhPi6c/s1600/near%2Bwin.jpg in an applied skill test that can be retaken, how close they came to success can encourage users to try again

Image retrieved from http://3.bp.blogspot.com/- JQc3lYCeZQ4/UwtAFgyUW_I/AAAAAAAAAII/uTMPrKLELxc/s1600/AlmostWinning_coverart.jpg PERCEPTION The Barnum Effect

■ Humans readily identify with vague descriptions if they believe they are personalized.

■ HCI Application: Fostering comradery with

users via an understanding of the “general” Image retrieved from https://classicallyeducated.files.wordpress.com/2015/01/astrology- cartoon.png user’s likely feelings. – Can be a double edged sword: context destroys some value of the Barnum Effect, and can seem insincere if “seen through” Image retrieved from http://orig02.deviantart.net/a456/f/2008/011/0/4/ewcomics_no__12___horroscope_by_eddsworld.jpg The Halo/Horns Effect

■ If one considers something (or someone) very good or bad in a specific area, this can Image retrieved from http://www.bizpenguin.com/wp-content/uploads/2014/12/horn-and-halo.jpg “spill over” into perception of other areas.

■ HCI Application: Ensuring users gain a good first impression of your system through marketing, a great feature, reviews, etc. can make up for potential flaws or lacking features.

Image retrieved from http://study.com/cimages/multimages/16/halo-effect-clothing-example.jpg Focusing Effect

■ Users often anchor most heavily on the first piece of information they are given, or a specific salient piece of information to Image retrieved from https://img.buzzfeed.com/buzzfeed-static/static/2014- them, no matter its actual value. 03/enhanced/webdr08/15/13/enhanced-29526-1394904030-4.jpg

■ HCI Application: The most important takeaway for a user on any given screen should be some of the first information given as well as some of the most visually apparent.

Image retrieved from http://blog.wfmu.org/freeform/images/opaque_gorilla_1.jpg Cocktail Effect

■ The ability to focus on a specific train of information and filter out all other “noise” while still recognizing valid salient cues, such as our own name. Image retrieved from http://www.edtech.engineering.utoronto.ca/sites/default/files/Item%2076 %20Cocktail%20Party%20Effect.png ■ HCI Application: Notification icons and pop over messages, or a user’s name can grab their information even as they filter out menu options, advertisements, etc. that are “noise”

Image retrieved from https://d1sui4xqepm0ps.cloudfront.net/when-youre-in-a-crowded-r-1.jpg PERSPECTIVE The Dunning-Kruger Effect

■ Unskilled users may lack the cognitive resources to realize they lack skill, and believe they are in fact experts.

Image retrieved from http://spikedmath.com/comics/314-the-dunning- kruger-effect-2.png ■ HCI Application: Buffers, tips, and corrective nudges that relate to the user’s actual level of shown skill in the system can help “corral” users and place them on the proper path to success

Image retrieved from http://karenpendergrass.com/wp-content/uploads/2016/03/karen-Pendergrass-paleo- journey.png Pygmalion/Rosenthal Effect

■ “Self fulfilling prophecy” – positive or negative stigmas are often internalized, and actions are performed better or worse

accordingly. Image retrieved from https://vimvipabusayaraungrat.files.wordpress.com/2015/04/594881- 32024-15.jpg ■ HCI Application: When users fail often, congratulating them on partial completion or “near misses” can help internalize success and push them away from negative feelings.

Image retrieved from http://4.bp.blogspot.com/- DAKbNznCIEM/UGMZs50ORhI/AAAAAAAAAKA/JSmpL-WPNs0/s1600/cat1%5B1%5D.jpg Functional Fixedness

■ Users often perceive only a limited pool of traditional actions for something, rather than “thinking outside the box” Image retrieved from http://www.futilitycloset.com/wp- content/uploads/2012/04/2012-04-19-the-candle-problem-1.jpg ■ HCI Application: Adhere to traditional actions whenever possible to avoid user confusion. When breaking traditions, do so with purpose, and make it clear what is being broken and why.

Image retrieved from https://s-media-cache- ak0.pinimg.com/236x/da/55/11/da5511aa324d507f054a6069167be6ab.jpg SOCIABILITY Bystander Effect

■ As the number of people present in a situation increases, the likelihood of action being taken decreases. Image retrieved from https://sonnemann.files.wordpress.com/2012/04/bystandereffect.jpg ■ HCI Application: In systems where critical incidents can be reported, reminding users to take action can help. Recognizing they may not however must be further considered and mitigated by designers.

Image retrieved from https://s-media-cache- ak0.pinimg.com/originals/60/e6/58/60e658af3a194b6760fff12a87e7302d.jpg Online Disinhibition Effect

■ Users may act as a less restricted version of themselves online, for better or worse. Their behaviors are not inherently indicative of their “real world” social

presence. Image retrieved from https://fordhamcyberculture.files.wordpress.com/2014/03/74219-on-the- internet-nobody-knows-y-15ol1.jpeg

■ HCI Application: Ensuring there are consequences for acting in a way unfitting a social community may help realign users who would exhibit negative disinhibition. Options for users on the receiving end of these effects are also important.

Image retrieved from http://1.media.dorkly.cvcdn.com/32/57/b03b730ca9e7797b257d137f05cdc7c6.jpg VALUE Perceived Scarcity

■ If users believe something is rare, they are more likely to pursue it, and more likely to place high value on it whether they obtain it or not.

Image retrieved from http://hardmoneybankers.com/wp- content/uploads/2013/04/limited-time-only.png ■ HCI Application: Users may switch to a better version of a product more readily if it is perceived as a limited offer, or may purchase a premium account for special benefits in a limited quantity.

Image retrieved from https://www.nintendoprime.net/wp- content/uploads/2017/01/eBaySwitch.png IKEA Effect

■ Users are more likely to place value in something if they had a hand in making it, regardless of the actual quality.

Image retrieved from http://wearevolcanic.com/wp- ■ HCI Application: Personalization details, or content/uploads/2014/11/ikea4.png ways users can otherwise “build” aspects of their profile, the community, or customize their settings can cause users to view a system more fondly.

Image retrieved from http://cdn2.business2community.com/wp- content/uploads/2014/10/Personalize_All_the_Things_meme.png.png The Paradox of Choice

■ Users desire the freedom to make choices, but too many choices causes one to feel overwhelmed and can cause frustration and unhappiness.

Image retrieved from ■ HCI Application: Present users with a few https://otrazhenie.files.wordpress.com/2013/08/choice_paradox1.gif good options. If more detail is needed, allow users to “drill down” by making one small choice, then another small choice, etc. rather than one huge one.

Image retrieved from http://www.yusp.com/wp-content/uploads/2015/08/supermarket- paradox-of-choice.jpg QUESTIONS? ☺ Thank you for your time! REFERENCES

■ Adamson, R.E. (1952). "Functional Fixedness as related to problem solving: A repetition ■ Nunes, J. C., & Drze, X. (2006). The Endowed Progress Effect: How Artificial of three experiments". Journal of , 44, 288-291 Advancement Increases Effort. Journal of Consumer Research, Vol.32(4), 504-512. Retrieved from ■ Atkinson, J.W. (1953). The achievement motive and recall of interrupted and completed http://eds.a.ebscohost.com.proxy.lib.iastate.edu/ehost/detail/detail?sid=a289ba50- tasks. Journal of Experimental Psychology. 46(6). 381-390 378b-48ad-9914- e176c790b8d9%40sessionmgr4004&vid=0&hid=4110&bdata=JnNpdGU9ZWhvc3QtbGl2 ZQ%3d%3d#AN=20373879&db=ufh ■ Baumeister, R.F., & Bushman, B.J., (2008, Revised 2010). and Human Nature (Second Edition), 109, 123. Cengage Learning. Retrieved from https://books.google.com/books?id=pTw4IMrOg0sC&printsec=frontcover#v=onepage& ■ Reid, R.L. (1986). The Psychology of the Near Miss. Journal of Gambling Behavior, 2, 32- q&f=false 39.

■ Bronkhorst, Adelbert W. (2000). "The Cocktail Party Phenomenon: A Review on Speech ■ Rosenthal, R.; Jacobson, L. (1968). Pygmalion in the Classroom. New York: Holt, Rinehart Intelligibility in Multiple-Talker Conditions" (pdf). Acta Acustica united with Acustica. & Winston. 86: 117–128. ■ Schwartz, Barry. 2004. The paradox of choice: why more is less. New York: Ecco. ■ Darley, J. M. & Latané, B. (1968). "Bystander intervention in emergencies: Diffusion of responsibility". Journal of Personality and Social Psychology. 8: 377–383. ■ Strack, Fritz; Mussweiler, Thomas (1997). "Explaining the enigmatic anchoring effect: doi:10.1037/h0025589 Mechanisms of selective accessibility.". Journal of Personality and Social Psychology. 73 (3): 437–446. doi:10.1037/0022-3514.73.3.437. ■ Forer, B. R. (1949). The fallacy of personal validation: A classroom demonstration of gullibility. Journal of Abnormal and Social Psychology, 44, 118-123. ■ Suler, John (2004). "The Online Disinhibition Effect". CyberPsychology & Behavior. 7 (3): 321–326. doi:10.1089/1094931041291295. ■ Heimbach, J.T. and Jacoby, J. (1972). The Zeigarnik Effect in Advertising. Proceedings of the Third Annual Conference of the Association of Consumer Research. 746-758. ■ Tobacyk, Jerome; Milford, Gary; Springer, Thomas; Tobacyk, Zofia (June 10, 2010). "Paranormal Beliefs and the Barnum Effect". Journal of Personality Assessment: 737– ■ Kruger, Justin; Dunning, David (1999). "Unskilled and Unaware of It: How Difficulties in 739. Recognizing One's Own Incompetence Lead to Inflated Self-Assessments". Journal of Personality and Social Psychology. 77 (6): 1121–34. CiteSeerX 10.1.1.64.2655Freely ■ Weiner, B., Johnson, P., Mehrabian, A., Wayne H. (1968). Journal of Educational accessible. doi:10.1037/0022-3514.77.6.1121. PMID 10626367. Psychology, Vol. 59(3), 181-185. Retrieved from http://psycnet.apa.org.proxy.lib.iastate.edu/journals/edu/59/3/181 ■ Nisbett, Richard E; Wilson, Timothy D (1977). "The : Evidence for unconscious alteration of judgments". Journal of Personality and Social Psychology. American ■ Worchel, S., Lee, J., Adewole, A. L., & John T. (1975). Effects of supply and demand on Psychological Association. 35 (4): 250–56. doi:10.1037/0022-3514.35.4.250 ratings of object value. Journal of Personality and Social Psychology, Vol.32(5), 906-914. doi:10.1037/0022-3514.32.5.906 ■ Norton, Michael I.; Mochon, Daniel; Ariely, Dan (2012). "The IKEA effect: When labor leads to love" (PDF). Journal of Consumer Psychology. 22 (3): 453–460. ■ Zeigarnik, B. (1967). On finished and unfinished tasks. In W. D. Ellis (Ed.), A sourcebook doi:10.1016/j.jcps.2011.08.002 of Gestalt psychology, New York: Humanities press.